When she saw trends emerg­ing with peer-to-peer ser­vices, and peo­ple using trust, through Face­book or oth­er groups online, to rec­om­mend prod­ucts and ser­vices she thought, “there’s a bet­ter way to use people’s social net­works to con­nect to sit­ters your friends and fam­i­ly have used.

That’s when the “Opentable for child­care” idea was born. As mom of twin boys under two she said, “Part of it was a big oppor­tu­ni­ty and part of it was sort of self-ful­fill­ing.” For $14.95/month, Urban­Sit­ter uses a parent’s Face­book con­nec­tions as well as infor­ma­tion on their neigh­bor­hood, their kids’ schools, and local groups to match them with babysit­ters.